社会化媒体知识分享的感知价值  

Research on the Perceived Value of the Knowledge Sharing by Social Media

作　　者：胡海[1] 冯雨[1] Hu Hai Feng Yu

机构地区：[1]南京师范大学商学院,江苏南京210013

出　　处：《重庆社会科学》2016年第10期31-39,共9页Chongqing Social Sciences

基　　金：江苏省高校哲学社会科学研究项目"基于家庭关系网络的消费者社会化影响研究"(批准号:2016SJD630013)

摘　　要：依据SOR理论提出了社会化媒体知识分享对消费者购买意愿的影响机理模型,利用实证方法,基于微信平台,验证了社会化媒体知识分享对感知价值的影响以及对消费者购买意愿的直接或间接作用。研究发现:社会化媒体知识分享显著正向影响感知情感价值与感知质量价值;社会化媒体知识分享对消费者购买意愿有正向影响。感知情感价值是知识分享主体影响购买意愿的完全中介变量,是知识分享行为与分享知识质量影响购买意愿的部分中介变量;感知质量价值是知识分享主体和知识分享行为影响购买意愿的完全中介变量,是分享知识质量影响购买意愿的部分中介变量。Under the framework of SOR theory, the paper puts forward the influence mechanism model of social media knowledge sharing on consumers＇ purchase intention. Employing the empirical method and based on the WeChat platform, the paper verifies the impact of social media knowledge sharing on perceived value and its direct or indirect effects on consumers＇ purchase intention. The study finds that： Social media knowledge sharing has a significant positive impact on perceived emotional value and perceived quality value; social media knowledge sharing has a positive impact on consumers＇ purchase intention, perceived emotional value is a complete mediator variable in knowledge sharings affecting the purchase intention, and a partial mediator variable in the influence by knowledge sharing behavior and shared knowledge quality on the purchase intention; perceived quality value is a complete mediator variable in the influence by knowledge sharings and knowledge sharing behavior, a partial mediator variable in knowledge sharing quality＇s affecting consumers＇ purchase intention.

关 键 词：社会化媒体 知识分享 社会阶层状态 

分 类 号：F273[经济管理—企业管理]